Exclusive interview with Bongo’s Bingo’s new CEO Jess Helliar
Jess Helliar is the new CEO of Bongo’s Bingo, appointed in May 2026. Jess has been with Bongo’s Bingo since the start in 2016 – moving from Operations Director to Managing Director and now to CEO. Young, fun and incredibly motivated, Jess has been at the heart of the company’s growth since its inception and now manages the business’s worldwide events planner, partnerships, risk management and complex insurance portfolio.
At NDML, we interviewed Jess Helliar in 2023, when Bongo’s Bingo was going through a period of accelerated growth. Their business model was flourishing as consumers, disaffected by the pandemic, wanted something more experiential. Bongo’s Bingo quickly became the market-leader, consistently delivering an incredible product. Their blend of competitive socialising and raving atmosphere proved popular. They revolutionised the ‘night-out’ – guaranteeing a special unforgettable night every time.
Now in 2026, Bongo’s Bingo is a well-known social phenomenon. They have residencies up and down the country as well as sold out event nights in iconic venues. Bongo’s Bingo has also toured all over the world; from Ibiza to New York, Paris to Dubai, Australia, and much of Europe. The show is performed in various languages, and a Scandinavian license is well underway.
Bongo’s Bingo now sits as an established operator, dominating the events scene in the North of England. Few nightlife operators can consistently offer an immersive night-out as polished or as inclusive as Bongo’s does, which is credit to the experience and vision of their leadership team.
CEO Jess Helliar was happy to talk to us about the position Bongo’s Bingo has worked toward, to be top of their game and carefully continually expanding. She discusses the selection process for new venues, how she manages compliance and which locations have recently been added. Jess also mentions financial pressures, explores changing consumer trends, and offer advice for anyone coming into the sector. Jess then gives us an exclusive insight into the future plans for Bongo’s Bingo and where they hope to diversify in the coming months.
What locations have you recently added to the Bongo’s Bingo schedule?
Jess says Bongo’s are building toward more locations in the South West of England. They are happy with their current spread across the country as all areas are covered. Bongo’s are expanding into Scandinavia with a new licensing model agreed. This will then be their vehicle to further expand into more countries.
How do you select appropriate venues for Bongo’s Bingo events?
Jess says it depends on where the venue is situated and whether the space is suitable. Deciding factors are the best production, adequate dates and ultimately the relationship between the venue and the team. How the venues operates is also considered quite highly.
Will diversification help the Bongo’s Bingo business grow?
Jess admits Bongo’s Bingo’s product does have its restrictions. They altar the product to suit environments, such as Ibiza and Magaluf shows which include more standing up and quicker games. They also tailor the product to clients for corporate days, reducing the craziness and offering shorter sets.
How often does Bongo’s Bingo put on private events?
Bongo’s do lots of theme shows, and have adopted this mindset for their corporate shows. They tailor the event to the company, such as offering cardboard cutouts of the boss, a free days-holiday and in-jokes for prizes. Jess says, ultimately, tailoring the event creates a better experience for all the participants.
How has Hopsy Compliance App improved your compliance management?
The Hopsy Compliance App is an All-in-one application for hospitality and nightlife businesses, helping to organise and manage daily operations. Bongo’s Bingo has recently started utilising the services of Hopsy, and recommends them to their venue partners. Hopsy makes it much easier for all venues to have the same high levels of standards, centralise tasks and for Bongo’s Bingo to know their venue partners and operating professionally.
Would Bongo’s Bingo’s recommend NDML?
Jess highly recommends NDML, and our team members Michael Dawson and Angela Birkenshaw. She says the NDML team have supported Bongo’s Bingo through evolving situations, new venues, operational changes and any issues. She credits NDML’s industry knowledge and says she always connects us with venues who need guidance or assistance.
Jess speaks quarterly with NDML Technical Claims Director, Stuart Dobbins. This is an advanced level of guidance offered by NDML, exploring every claim and the required next steps. She appreciates the clarity and likes the fact that there are no surprises when it comes to claims.
How do you manage the insurance risks of a Bongo’s Bingo event?
The main risks involve the prizes Bongo’s Bingo give out to customers. Everything has to be risk assessed, including anything containing food or drink. Jess explains Bongo Bingo’s has very unique risks.
How do you manage the risk of fraudulent tickets?
Jess says fraudulent tickets is a growing issue for Bongo’s Bingo. Facebook groups is where most fakes are advertised and sold. Bongo’s put out warnings, telling customers to only buy from their site. Jess says Bongo’s have communicated with Bongo’s related platforms and pages in order to spread the word that the only legitimate ticket seller is Bongo’s themselves.
What is your experience of changing consumer attitudes around nightlife?
Jess believes the attitudes toward nights-out is quite negative and it’s damaging for the industry. The stereotype in the media that students don’t drink as much and don’t want to go out, is wrong. Bongo’s Bingo see mixed crowds, with a high student turnout. She agree people want more experiential events, and this can be seen that the rise in themed nights, which people are engaging with more.
What financial pressures are impacting nightlife businesses?
Jess says marketing is a huge cost for Bongo’s Bingo at the moment which is increasing. This is either due to competition or inflation. Content is expensive, as are all costs associated with the venue, and wage increases. Jess say Bongo’s Bingo are spending more than ever before on marketing their tickets.
What advice would you give to someone coming into the industry?
“Give it a go!” says Jess. “No plan is really ever followed.” Promoters should be fearless and try it out, but it’s important to learn from mistakes. Ensure you get the advice before you open, importantly insurance as they will be your safety net to fall back on incase something does go wrong.
What has enabled Bongo’s Bingo to grow and find success in a hardening nightlife sector?
Jess believes word of mouth is the strongest form of marketing, and because of the nature of the show, the chaotic moments will be shared between friends and family. Strong marketing and eye-catching content is also key to making Bongo’s Bingo a household name.
What’s next for Bongo’s Bingo?
Jess shares what’s next for Bongo’s Bingo, which involves pushing forward with flagship events in the UK and levelling up the show. Festivals are big for Bongo’s Bingo and expect seasons in Ibiza, Albufeira and Magaluf. Scandinavia is an exciting project with sellout shows.